FMBE Awards: Most Effective Instore Marketing

Sponsored by TeamHaven

TeamHaven’s software and mobile app enable brands, field marketing agencies, manufacturers, logistics and construction companies plus many more, to execute, manage and report on field activities efficiently.

BRONZE Top Notch Sales – Bayer Pharmaceutical

Top Notch is a proven force in creating opportunities at wholesale and clearly a great agency choice for Bayer. They worked together for compliance on core products such as Rennies and also helped bring shopper sentiment to wholesalers so that vitamin and energy brand Berroca could respond to increased demand as COVID created a market for products to reinforce health.

One judge was particularly impressed with the agency’s influence at Bestway, helping to drive stock through the ordering system.

The campaign delivered an impressive ROI from a low budget.

SILVER Tactical Solutions – Budweiser Brewing Group

This campaign was entered ‘for judge’s eyes only.’

GOLD Powerforce – Purina

The campaign focussed on a February ‘National Pet Dental Health Month’ push that saw outstanding results for a new field team, focussed on independent retailers and specialist pet stores such as Jolleyes and The Range and promoting product Dentalife.

The entry was a very well supported winner of the category tallying brand and sales results with a great display competition that fully engaged the retailers.

Judges on this one especially likes an appendix that detailed the power of personality in Powerforce’s quality team. Each store had been understood on an individual basis with clear evidence that the field reps had been empowered to use their local knowledge and relationships to maximise further opportunities for the brand.

One judge summarised: “Excellent focused KPIs, well balanced approach with some unmissable in-store execution.”